Starbucks® presents the results of its “Study on coffee consumption and breakfast in the lives of Spanish professionals,” an analysis that reveals the importance of this beverage, as well as their preferences and behaviors. 88% of Spaniards consider a good breakfast important to perform well at work, however, they do not dedicate enough time to it.
As professionals return to their work routines after the much-desired summer vacation, Starbucks® has presented the results of the first edition of its “Study on coffee consumption and breakfast in the lives of Spanish professionals,” a research that reveals the coffee consumption habits among professionals in Madrid, Barcelona, Seville, Bilbao, and Valencia. This analysis highlights how coffee, especially at breakfast, has become an essential beverage to kickstart every morning.
The company has presented the results of this fieldwork that demonstrates the preferences and behaviors of professionals regarding breakfast and coffee consumption. Although 9 out of 10 respondents consider coffee essential to start their day, few dedicate the necessary time to enjoy it properly.
One of the main challenges in incorporating a complete breakfast into the morning routine is the lack of time or prioritizing other tasks. In fact, 41% of respondents indicate that they prefer to have breakfast outside of their home in order not to sacrifice relaxation time. This behavior reflects a shift in consumption habits, where breakfast at home is losing prominence in favor of quicker and more convenient alternatives, such as consuming coffee at cafes on the way to work, or at the workplace itself.
Furthermore, at least a third of professionals admit to spending less than 10 minutes on breakfast and point out that this rush is one of the main reasons they have not arrived punctually to their workplace. For 64% of respondents, the time they spend on breakfast can affect their punctuality. This underscores that lack of time remains the main obstacle to enjoying a complete breakfast during the workday.
Three out of four professionals consume one or two cups of coffee during their workday, highlighting the role of coffee in their daily routine. Additionally, the study also reveals that 30% of respondents use their coffee time to reflect or not engage in any tasks, while 43% use this time to browse social media or read the news.
The data demonstrates that consumers acknowledge the importance of breakfast both functionally and emotionally. However, many struggle to prioritize it due to lack of time. Therefore, Starbucks invites all consumers to reflect on the importance of dedicating the necessary time to themselves each day to face the day with a positive attitude, making breakfast a special moment to elevate the day.
Over 25% of respondents admit to enjoying coffee in the office or workplace, either upon arrival or pausing their workday in mid-morning. Of this percentage, 36% use this break as a way to destress at work. This figure reinforces the value of coffee as a relaxation moment.
In terms of coffee preferences, professionals especially value quality, customization, and price. In general, the combination of coffee with toast and various accompaniments is the preferred option, surpassing pastries and cookies, which come in second. Additionally, alternatives such as fruit and yogurt, as well as complete breakfasts, are particularly attractive to younger professionals. This analysis also reveals regional differences in breakfast preferences: in Seville, bread leads the morning choices, while in Barcelona, breakfasts based on fruits and yogurt are most appreciated. In Madrid, there is a greater inclination towards a complete breakfast, showing a clear preference for a more elaborate option compared to other cities.
To celebrate the return to routines after vacation, the brand will offer the opportunity to enjoy a year of free breakfast through a contest on their social media. With this initiative, Starbucks® aims to continue being the choice to start the day and presents its new breakfast proposal, available in all its establishments for only €3.40.
With this new offer, the company responds to the demands of consumers and professionals seeking to enjoy quality and excellence options to elevate each morning; a perfect moment to reflect, disconnect, and start the day in the best way.
Source: MiMub in Spanish
